SEO Improvements that Skyrocketed a Fintech Referral Program

A graph showcasing growth from SEO improvements.
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Project Brief:

Afriex, a leading fintech company focused on providing seamless and efficient financial solutions, aimed to enhance the SEO performance of its referral pages to increase organic traffic and user engagement. The objective was to address various challenges that were hindering the visibility and effectiveness of these pages, thereby driving measurable growth in organic traffic and engagement. The SEO improvements that were implemented resulted in a surge of clicks and impressions in no time!

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The Challenge

Afriex faced several key challenges with their referral pages:

  • Low Organic Traffic: The referral pages were not attracting sufficient organic traffic, impacting the referral program’s effectiveness.
  • Suboptimal Content: The content on these pages lacked SEO-friendly elements such as optimized slugs, meta descriptions, title tags, and headings.
  • Page Loading Speed: Slow loading times were detracting from user experience and SEO rankings.
  • Internal Linking: There was a lack of internal links to these referral pages, reducing their visibility and authority within the website.
Data analyst trying to determine what the challenges are.
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The Solution

To address these challenges, a comprehensive SEO strategy was implemented:

  1. Keyword Research:
    Conducted extensive keyword research across 12 country databases to identify relevant, high-volume and low-difficulty keywords for each targeted country.
  2. Content Optimization:
    Revised slugs, meta descriptions, title tags, headings and text content (including images’ alt texts and names) to align with the identified keywords.
  3. Loading Time Optimization:
    Enhanced the loading speed of the referral pages by converting all images to the WebP format and compressing them under 100kb.
  4. Internal Linking:
    Implemented a strategy to continuously add internal links from weekly published blog posts. Also updated older posts to include links to the referral pages, boosting their visibility and authority.
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The Result

The implementation of these SEO strategies yielded significant improvements:

Overall SEO Performance (Last 6 Months):

  • Total Clicks: 1.35K
  • Total Impressions: 92.7K
  • Average CTR: 1.5%
  • Average Position: 12

A steady increase in both clicks and impressions was observed, reflecting growing visibility and engagement of the referral pages. Notable growth began post-March, following the latest on-page SEO enhancements.

A graph showcasing the SEO improvements of a referral program over 6 months.
Impressions: +1086% and Clicks: +900%

Before SEO Improvements (previous 3 months):

  • Total Clicks: 123
  • Total Impressions: 7.23K
  • Average CTR: 1.7%
  • Average Position: 10.2

 

After SEO Improvements (last 3 months):

  • Total Clicks: 1.23K
  • Total Impressions: 85.7K
  • Average CTR: 1.4%
  • Average Position: 12.1
SEO improvements compared between last 3 months and previous 3 months on GSC.

This comparative analysis highlights a remarkable increase in both clicks and impressions over the last three months compared to the previous period:

  • Impressions: Increased by 1,086% (from 7.23K to 85.7K)
  • Clicks: Increased by 900% (from 123 to 1.23K)

Despite a slight drop in average CTR, which is attributed to broader exposure, and a small decrease in average position due to optimization with numerous new non-branded keywords, the overall performance improved significantly.

Bottom Line:
The SEO improvement project for Afriex’s referral pages led to a substantial increase in organic traffic and visibility. The strategic approach, focusing on keyword research, content optimization, page structure enhancements, and internal linking, resulted in dramatic growth in clicks and impressions. The success of this project underscores the importance of targeted SEO strategies in driving engagement and visibility for fintech companies.

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